ADAPTASI PT. FREEPORT INDONESIA TERHADAP BUDAYA LOKAL PAPUA YANG TERSAJI DALAM KONSEP VISUAL BRANDING PERUSAHAAN

Abstract

Abstract:Branding in a company requires workmanship is not easy to maintain consistency of quality in each element, it will created a valuable visual work. Value here is meant value that not only communicate information about the company with public, but also the value of its own visual work in view of the visible combination of its various elements. This research will analyze the branding strategy of a foreign company, PT Freeport Indonesia, which adapts the elements of local Papuan culture as a concept to each of its branding. Company data is neatly wrapped with local Papuan cultures into treats that are not monotonous, not frontal, and more able to establish kindship between the company and the surrounding local society. In addition, also to know the function of the application of local cultural content of Papua presented in a new form, namely PTFI visual branding. 

Viewed from the point of view of art philosophy, which in the science of art philosophy there is a study of the elements underlying the creation of a work of art. Artwork here is a series of Visual Branding PTFI which seems to have value and meaning, there are elements of artists, elements of the work itself, and elements of society that act as public art, together to form a formation with a particular purpose, has created a blend of visual works of character and has an aesthetic value.

Keyword:Art,  Local Papuan Culture, Visual Branding.

Relevance to Visual Communication Design Practice: Provides an inspiration for a more valuable visual branding design while still running its main function as visual communication and self-image to around, one of which is by raising the local culture in the region.